Tom Ireland & Mathew Parkin :

7 Dec 2013-22 Feb 2014

Overview

‘but it could be a Levi’s advert’ explores mutual concerns within Ireland and Parkin's individual practices. This new work, made in conversation, presents a tapestry of digitally produced, appropriated imagery, that explores the importance of brands in shaping and communicating identity. Informed by aspirational and often sexualised advertising modes, as well as intertextuality from film and popular culture, ‘but it could be a Levi's advert’ investigates cultural myth-making, distance and issues of approximation as these symbolic brands are appropriated, re-appropriated and re-structured by smaller social groups.